Ditch Generic Visions: Hunt Down Your Common Enemy!

QUOTE QUEST
Embracing Agile Marketing: Beyond 'Let's Wait for More Data’

Ever been in a Marketing meeting on the brink of a game-changing decision, only to hear the dreaded words, "Let's wait for more data?" 😒

Now, don't get me wrong—I'm a data enthusiast too. But isn't there something electrifying about taking action and building that plane mid-flight? 🛩️

In today's turbocharged world, the "ready, fire, aim" philosophy isn't about blindly throwing darts at a board. It's about analyzing, implementing, and evaluating with lightning speed.

Life is all about iterating, my friends! 🔄

DEEP DIVE
Ditch Generic Visions: Hunt Down Your Common Enemy
How Marketers Can Ignite a Company’s Soul and Set It on Fire with Purpose

Ever found yourself slogging through vision statements, only to wonder if you've accidentally wandered into the land of monotony? We've all been there—those vague, uninspiring words that could put you to sleep faster than a lullaby on your competitor's website.

Take a look at these uninspiring examples:

"We harness technologies that can revolutionize companies, careers, and, hopefully, our world."

"Develop people-centric cloud services that transform the real-time collaboration experience and improve the quality and effectiveness of communications forever."

Bet you didn't guess the companies behind these dull statements are Salesforce and Zoom! It's as if they enrolled in the 'Mission Statement School of Mediocrity.’

But here's the truth: It's not easy to come up with a mission statement that sends shivers down your spine, like Southwest Airlines' 'Democratize the Skies.'

If you're as fed up as I am with these uninspiring clichés, you're not alone. It's time to break free from the mundane, just like Salesforce and Zoom did.

How did they do it? They all embarked on an epic quest to find a COMMON ENEMY. 🦹‍♂️ That's right—an adversary, a nemesis to unite against. It could be a competitor or even a principle. There's no better way to spark your team's passion than by rallying against the villain scheming to steal your hard-earned success.

Let me show you what I mean.

🎥 On Feb 22, 2000, Salesforce's CEO, Marc Benioff, orchestrated an unforgettable marketing stunt at the Siebel User Conference. Picture this: Protesters passionately demanding the "end of software," brandishing oversized signs, and even faux news coverage from Channel 22 (which, by the way, doesn't actually exist). But here's the twist—it was all an ingeniously staged act to thrust Salesforce into the spotlight. This unconventional protest marked the beginning of Salesforce's journey to revolutionize the software industry.

Next…

🚀 Back in '97, Eric Yuan embarked on a journey with WebEx in San Francisco, where he was among the pioneers, shaping the future as a founding engineer. Fast forward to 2007, Cisco acquired WebEx, and Eric became the VP of Engineering for what eventually became Cisco Webex (with a lowercase 'e'). But here's the plot twist: When Eric pitched his visionary idea for a mobile-friendly video system to Cisco, they gave it the cold shoulder. Guess what that idea turned into? Zoom!

You get the idea, but how does it relate to smaller companies? Let me give you a few examples of how things work at my current company, Kustomer.

At Kustomer, our nemesis goes by the name Zendesk. They're the mammoth in our domain, the behemoth in the customer experience space. They stick to the old-school playbook, convincing CX leaders to play it safe by choosing them to avoid the dreaded 'You're Fired!' launch random attacks, and ensnare their customers in a web of complexity. So, why not craft a masterful battle plan to shine brighter?

Another formidable adversary in our sights? The dreaded TICKET. That's right, we're taking on tickets—symbols of everything we stand against. Impersonal, archaic, and sluggish, they're the antithesis of our ethos. We're all about PEOPLE, not tickets. Our brand of customer support is personal, innovative, and lightning-fast. Tickets, consider yourself on notice!

If your vision is as inspiring as elevator music, leave it where it belongs—on the website. Instead, set out on a quest to unearth a common enemy that will fuel your company's fire, and get ready for a journey filled with thrilling battles and triumphant victories! 🔥🚀

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